Behind the Scenes of move more human.™

At its core, movement defines our humanity. It's how we explore, connect, and push the boundaries of possibility . Yet, in a world that increasingly encourages stillness—endless hours at desks, in cars, on screens—we risk losing touch with this fundamental ability.

This reality sparked ‘move more human.™’, pliability’s latest campaign, which transcends traditional stretching or mobility routines. It's a rallying cry to reclaim movement as an integral part of who we are.

The Spark: Why 'move more human.'?

pliability's mission has always been clear: to empower individuals to unlock their full potential through stretching, mobility, and mindfulness. The ‘move more human.™’ campaign embodies this mission, transforming it into a movement in its own right.

“The inspiration behind the campaign comes from the fundamental belief that movement is an essential part of what makes us human,” says Cody Mooney, Managing Partner and Director of Performance at pliability. “We do pliability to be better at the things we love. Whether that’s running trails at 10,000 feet, playing with our kids, or just getting through the day without pain—this campaign is a call to action. We’re here to help people reconnect with movement in a way that feels intuitive, empowering, and sustainable.”

pliability isn't solely about enhancing performance; it's about promoting longevity and wellness, ensuring that movement remains a natural, joyful part of life for years to come.

From Concept to Creation: Crafting the Campaign

With this philosophy in mind, the creative team set out to build a campaign that felt authentic and human. They aimed to celebrate the moments when pliability enhances our daily lives, enabling us to enjoy the activities we love.

“It all started with thinking about our ‘off days,’” explains Con Williamson, founder of the WILCO Collective, a creative strategy agency. “Nobody does pliability just to be good at pliability. We do it so that we can be better at life. So, we wanted to celebrate those moments—the early-morning trail runs, the hikes with friends, the post-game stretch that makes tomorrow’s game possible.”

This approach meant stripping away excess and focusing on genuine experiences. The team avoided elaborate sets and over-stylized visuals, opting instead for real people moving in authentic environments.

Capturing the Essence: The Power of Visual Storytelling

Bringing ‘move more human.™’ to life visually required a unique approach that prioritized experience over spectacle.

“We kept the crew small, relied mostly on natural light, and shot with a style that felt organic,” Con says. “It wasn’t about making something look perfect; it was about making it feel real.”

One standout moment was a sunrise-to-sunset shoot in Colorado, where the team followed an athlete up rugged switchbacks to capture the raw beauty of movement in its purest form.

“It was epic,” Con recalls. “Cold, rugged, and absolutely stunning. We were running up the mountain trying to keep up—it was exhausting, but in the best way possible.”

This energy carried over into post-production, where every frame was carefully crafted to tell a cohesive story.

The Challenges—and the Lessons

No campaign comes without its hurdles. For ‘move more human.™’, the challenge was proving that less can be more.

“A shoot like this used to require massive teams, tons of equipment, and layers of logistics,” Con says. “But we’re on a mission to show that you don’t need all that. With the right people and the right vision, you can create something beautiful with a small, highly creative crew.”

This philosophy extended to the technical side as well, where the team experimented with new tools to elevate the campaign’s visual impact.

“Preston pulled out a new camera and an unbelievable lens kit,” Con shares. “We shot on Alexa 35 with Blackwing7 lenses, and the final result was just stunning. It gave us this intimate, cinematic feel that makes you feel like you’re there.”

Why It Matters: The Heart of the Campaign

At the end of the day, *Move More Human* is more than a campaign—it’s a mindset shift. It’s a reminder that movement isn’t a chore or a box to check; it’s a gift.

“We’re telling their story,” Con says. “Our audience—our community—wants to be their best selves. Our job is to help them do that. Pliability isn’t just a product. It’s a tool to help people move better, feel better, and live better.”

Cody echoes this sentiment, emphasizing what he hopes people take away from the campaign:

“This is more than just stretching or mobility—it’s about sparking a revolution in how we view our bodies and their potential. I want people to realize that movement is their freedom. With pliability, they have the tools to break free from limitations, stiffness, and discomfort.”

The message at the heart of move more human.™ is clear: Movement isn’t something we do; it’s who we are. Now, it’s time to reclaim it.